While the 9011's, without the IR reflective coating, aren't really HIR bulbs anymore (and they should not be able to refer to them as such), they still technically are meeting the HIR1 bulb spec, so they can refer to them as such. Their additional brightness would now probably come from just having a more precise filament with gas designed to let the filament burn hotter and brighter - essentially the same thing as higher output halogen bulbs like the Philips Hi-Visibility, Vision Plus, and X-treme bulbs.
I'm reluctant to claim Philips is outright deceiving it's customers and simply packaging a standard halogen bulb with a 9011 base and then slapping the "HIR1" on the base and allowing it's retailers to continue to refer to them as "HIR" bulbs and sell them at insane prices just to seperate people from their money who are still seeking out HIR bulbs after the wave has passed, but I wouldn't put it past them. Philips and even Osram/Sylvania are big companies that make great products, but they aren't above false advertising and outright lying to people and gouging them on price for products that don't do what they imply or claim. One need only to notice the Philips BlueVision / CrystalVision and Sylvania Silverstar line, and how they are advertised, to see that. These are companies that produce some of the best lighting products in the world, and clearly have people that understand physics working for them - yet are claming that blue/white light is somehow "whiter, brighter, safer" light - and that the blue/white bulbs are magically putting out more light, when physics shows it isn't. Marketing takes over science and facts when it comes to sales, even for the giants of the auto lighting industry.
For all we know, the perceived brightness of the "new" 9011 "HIR" bulbs is just because they are new and replacing older, dimmer bulbs - and the same brightness would be seen by replacing older, dimmer bulbs with new $10 standard halogen bulbs.